The Research On Strategy Improvement Of Hengshui Laobaigan

The application and development of network technology has changed the way people work and live and the subsequent internet marketing also has changed the marketing pattern of enterprise. Not only has the internet marketing created broad space for development, but also it has presented serious challenges to the liquor enterprises. With the increasing competition among liquor enterprises, if they want to get more advance and expand the market share, the developing and enriching of marketing methods, means and strategy are needed., and the network marketing is an effective way. The network is a kind of tool for traditional business enterprise, it can unclog marketing channels, expand market share and bring more accurate marking information more quickly. Confronting the vigorous challenge in the market competition, the Hengshui Laobaigan Liquor-making Co which is the Chinese traditional white spirit production enterprise has to improve internet marketing, build up a marketing system on the internet and achieve the networked management and marketing.First, the thesis introduced the domestic and foreign development situation of internet marketing, on this basis, the author analyzed the internal and external environment and SWOT(strengths, weaknesses, opportunities, threats) of Hengshui Laobaigan to developing internet marketing. Secondly, by analyzing the internet marketing strategy of Hengshui Laobaigan, the author found out the problems and reasons. Thirdly, combining with the STP model, and basing on the analysis of current situation, the adjusting strategy was put forward including product line, price, marketing channel and promotion strategies.At last, the article proposed some specific safeguards for internet marketing of Hengshui Laobaigan based on the above analysis.The article systematically analyzes the marketing present situation of Hengshui Laobaigan and proposes construction plan of internet marketing which includes both specific implementation strategies and corresponding safeguard measures. It is useful to choose the right marketing method and strategy combination, so as to prompt sales performance, gain competitive advantage and achieve long-term development. Moreover,the article provides a reference case foe other liquor enterprises. Therefore, the research has strong value in sector application.